Grand Prix

Case Film

Presentation Image

Product / ServiceINSURANCE
CategoryA01. Creative Effectiveness
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA


Name Company Position
Ant White CHE Proximity Chief Creative Officer
Daniel Davison CHE Proximity Creative Director
Ashley Wilding CHE Proximity Creative Director
Hamish Stewart CHE Proximity Creative Director
Roma Stein CHE Proximity Operations Manager
King Yong CHE Proximity Senior Editor
Katena Valastro CHE Proximity Production Co-ordinator
Kyla Bridge CHE Proximity Senior Producer
Trent Roberts CHE Proximity Head of Design
Fabio D'Aguanno CHE Proximity Senior Designer
Vanessa Saporito CHE Proximity Senior Designer


Campaign Overview The central purpose of IAG is to make your world a safer place. Safety Hub translated the brand experience into an experiential app giving customers a unique insurance experience. Safety Hub redesigned the insurance category by providing proactive and relevant safety advice. With money normally used for paying out after the disaster, we paid people to be safer before the disaster, to help avoid it completely. We received unprecedented levels of engagement with the app and overwhelming customer satisfaction, showing we can engage customers beyond insurance and truly help keep their world a safer place. The Strategy We identified NRMA’s highest risk customers based on their risk profile. For each customer, we built a personalised data logic layer that informed how we tasked that individual to be safe, and thereby how we provide them with an opportunity to be rewarded. Using this information, we created a range of simple, personalised safety tasks delivered through the Safety Hub app. Based on customer profiles, members were guided through tasks like checking for faulty flexi hoses, faulty Takata airbags, buying fire blankets, and preparing for storm season. Each time a task was completed we paid them for reducing their risk. Execution & Craft Combining multiple data sources, we identified 156,000 high-risk home and motor insurance customers susceptible to storm and cyclone, aging homes at risk of catastrophic internal flooding, and house fires. Our data sources were essential in making sure that connection was meaningful and engaging. They were invited to download Safety Hub then progressively served safety tasks to complete. Once they had reduced their risk we paid them in cash. Behaviour was logged and analysed through Adobe Campaign and triggered the next best action for each customer, whether that was completing unfinished tasks or moving to the next one. The Result 16,964 safety tasks have been sent out with over 25% completed. Hundreds of thousands of dollars of potential claims have been prevented. Most importantly, many Australian homes are now safer. Engagement with Safety Hub was double that of existing NRMA app and received unprecedented levels of customer satisfaction. ● 82% feel prepared to recover from an unexpected event. ● 79% of customers see NRMA Insurance as a more proactive insurer. ● 68% feel more valued.